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Running Head: BMW- SHEER DRIVING PLEASURE
BMW- Sheer Driving Pleasure
Yishu Chen
Columbia University
It was at first very hard for me to think of a brand which me, or my family members, continue to spend money
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BMW- SHEER DRIVING PLEASURE
on until it suddenly occurred to me that, almost every relative I know own a BMW automobiles. That’s fairly
interesting and certainly arouses my curiosity. Thus, I decide to look for reasons.
I explore the social media first. As the development of technologies, people are able to access the world through
a set of means like Facebook and YouTube. As a result consumers “have more information about brands than
ever before” (Kotler, Armstrong 2013, p. 18) and gradually they begin to participate in the shaping of the brand,
rather than being just a receiver.
For BMW, it has millions of Facebook “fans” and what I found out is through posting, BMW is building a sense
for viewers that the BMW automobiles are participants of one’s daily life, and by owning a BMW, you’re going
to experience a “sheer driving pleasure” as well as a better life.. It seems that the company focus more on
